Week_4___5_Part_II

Week_4___5_Part_II - • Poor questionnaire/questions –...

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C ORNELL Marketing Research Approach Four Stages
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C ORNELL Marketing Research Approach Four Stages Secondary data Industry/market studies, trade associations, business press, company directories, government (census)
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C ORNELL Marketing Research Approach Four Stages Secondary data Industry/market studies, trade associations, business press, company directories, government (census) Good news… --Cheap --Quick Bad news… --Quickly obsolete --Collected for different purpose --not specific to your problem
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C ORNELL Primary Data • Observation method – tells what, not why • Experimental method – test marketing – simulated testing – panels • Survey/questionnaire – personal interview – telephone – mail/fax/email – “focus group”
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C ORNELL Problems with Surveys • Failure to apply appropriate guidelines • Poor interviewing • Reluctance to participate – burnout, mistrust of use, dull
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Unformatted text preview: • Poor questionnaire/questions – tool inappropriate for certain products/services C ORNELL Final Observation on Data. .. We’re swimming in it!!! Marketers are much better at collecting than applying Data is NOT knowledge, intelligence, wisdom, strategy!! Scanner data, surveillance tapes, transaction info, clicks and pathways, etc etc C ORNELL Ethics in Marketing Research? • Deceptive practices – competitive intelligence gathering – “research” sponsor? – results “interpretation” versus C ORNELL Ethics in Marketing Research? • Deceptive practices – competitive intelligence gathering – “research” sponsor? – Results “interpretation” • P r i v a c y – one way mirrors, cameras at checkout, questions to family/friends, intrusive?...
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Week_4___5_Part_II - • Poor questionnaire/questions –...

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